John Lewis appoints Dom McBrien as chief digital and omnichannel officer
What: The retailer is reinforcing its management board with a seasoned digital executive, signalling a strategic focus on digital transformation and omnichannel growth in the next phase of its turnaround.
Why it is important: The decision underscores how legacy retailers must prioritize digital transformation and leadership agility to adapt to evolving consumer expectations and market dynamics.
John Lewis has appointed Dom McBrien as chief digital and omnichannel officer, further strengthening its management board and signalling a renewed commitment to digital transformation. With over 20 years of experience in digital leadership roles at companies such as Body & Fit, Glanbia Performance Nutrition, The White Company, and Marks & Spencer, McBrien brings a wealth of expertise in driving omnichannel growth and innovation. Reporting directly to managing director Peter Ruis, he will play a pivotal role in shaping the retailer’s digital strategy and delivering on its ambition to become the UK’s most trusted omnichannel retailer. This appointment comes at a crucial time in John Lewis’s transformation journey, as the company invests heavily in technology, store refurbishment, and customer experience to differentiate itself in a competitive market. The move reflects a broader industry trend, with department stores increasingly recognizing the need for board-level digital expertise to ensure seamless integration of online and offline channels and to meet rapidly evolving consumer expectations.
IADS Notes: John Lewis’s appointment of Dom McBrien as chief digital and omnichannel officer marks a pivotal step in the retailer’s ongoing transformation, as documented by Drapers (February 2025) and Retail Week (October 2024). This move follows a series of strategic leadership changes—including the addition of a new chief customer officer and chief commercial officer with strong digital backgrounds, as reported by Drapers (June 2025) and Fashion Network (February 2025)—that underscore the company’s commitment to digital innovation and omnichannel excellence. The Financial Times (October 2024) highlights the broader management restructuring and renewed focus on core retail, while recent investments in technology and customer experience have positioned John Lewis to better integrate digital and physical channels. Collectively, these developments reflect a clear ambition to become the UK’s most trusted omnichannel retailer, leveraging experienced digital leadership to drive growth, customer engagement, and competitive differentiation in a rapidly evolving retail landscape.
